Contagion and Product Physicality a Study of Consumer Response to Recycled-Content Products

Drawing the contagion theory, our work investigates how consumers evaluate recycled-content products. Our two experiments demonstrated that consumers engage in a contamination-oriented thinking process when purchasing recycled-content products. Also, the physicality of both the recycled-content product and the recycled materials both significantly influence consumer purchase intention toward a recycled-content product.



Citation:

Qizhou Wang, David Norton, Robin A. Coulter, and William T. Ross (2018) ,"Contagion and Product Physicality a Study of Consumer Response to Recycled-Content Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 846-846.

Authors

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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